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Abstract
This paper outlines one method for the measurement of social norms, by the use of an attitude questionnaire. The concept of a social norm, as used by sociologists and social psychologists, is first of all discussed. This is followed by an analysis of the ‘Return Potential Model’. The two dimensions of the model—the behaviour dimension and the expectation dimension—are discussed. The measures of the range of tolerable behaviour, norm intensity and norm crystallization are explained. The mathematical and statistical procedures are outlined together with some of the problems which have to be overcome. The paper concludes by briefly discussing some of the practical applications of the model.